Sound Branding: an established marketing discipline

Posted by admin on January 05, 2015
News, Sound Branding / No Comments

Music has always been a part of marketing communications, but it is now producing measurable results thanks to a relatively new discipline called Sound Branding. Although many companies have yet to discover the benefits of this systematic approach, it seems that the marketing masterminds are now acknowledging the huge potential that Sound Branding has to offer.

This is what Amir Kassaei, Heino Hilbig and Nick Law think about the systematic use of sound and music in branding, advertising and communications:


Amir KassaeiAmir Kassaei, DDB Worldwide Chief Creative Officer:

„It’s not about the right sound or the right piece of music. It’s about the strategic question “What should my brand sound like?“

„Music is one of the most important tools for adding emotion to a brand. It has something no other medium can offer. It can reach people’s hearts if you’re using it right.”

Read the entire interview with Amir Kassaei here:


Heino HilbigHeino Hilbig, CEO, Mayflower Concepts / Former Head of Corporate Marketing, Olympus Europa Holding

“Whereas these days, most of us are quite fit in visual branding – when it comes to the sound of a brand, we’ve still got quite a way to go! (…) We, the marketers, have to ask ourselves a potentially embarrassing question: how it is possible to have overlooked such a vital part of our responsibilities for such a long time?”

Read his comments on Sound Branding and the book „ComMUSICation“ (by John Groves) here:


Nick LawNick Law, EVP, CCO of R/GA North America

„We know the advantage music has in the storytelling space, because nothing evokes emotion so viscerally as music.”

“Music has a great advantage in these new frameworks because we all understand music as a system. [iPhone makes text noise.] There we go! There’s a great example of sonic branding, right? (…) Apple has taken the time to brand all of these sounds, these functional sounds. I don’t think many companies are using sound in as sophisticated of a way as they could be.”

“I think music is actually a perfect language for multiple contexts.“

Read the entire interview with Nick Law here:

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Sound Branding: Coca-Cola are getting it right at the World Cup 2014

Posted by admin on July 26, 2014
Artists & Brands, News, Sound Branding / No Comments

Coca Cola FIFA World Cup 2014

Even though Coca-Cola are the undisputed leaders when it comes to using music in advertising (“I’d Like To Teach the World to Sing”, “First Time” a.s.o.), it has generally been campaign based. After a rather long period of disorientation at the end of the 90′s, Coca-Cola have developed a Sound Logo which, despite its initial rather discrete use, has been implemented quite consistently – especially in the Olympics and other major sporting events.

Now, as FIFA-Sponsor, they are really showing the world how Sound Branding works with their official song – “The World is Ours”.

So, what are they doing right? Apart from choosing a singer who was born in Brasil and is already quite well known from the “The X Factor”, they have created a rather catchy middle-of-the-road song and given it a distinctive Brazilian feel by featuring percussion from a group called Monobloco. But most important of all, the song features the Coca-Cola Sound Logo, which although prominent, is still used aesthetically. Admittedly, the majority of people may not able to sing the Coca-Cola Sound Logo on demand, as they probably could with “Intel“. Nevertheless, I predict that this track will trigger a definite association to Coca-Cola in the minds of the great majority of listeners.

The secret formula? Simple, clear – and consistent.

Sound Branding – it’s the real thing!

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Musik und Emotion

Posted by admin on August 31, 2013
Music curiosities, News, Sound Branding / No Comments

Christoph DrösserWarum erzeugt Musik Gefühle? Einige Erklärungsversuche der Wissenschaft

Musik kann in uns hineinfahren wie ein Blitz. Sie kann zu Tränen rühren, zum ausgelassenen Tanzen verführen, uns an Orte und vergangene Zeiten zurückführen. Wie kann das sein? Sprache, die mit der Musik sehr verwandt ist, erreicht uns immer über das Bewusstsein. Doch Musik trifft uns ganz unmittelbar, ohne dass wir ihren Inhalt analysieren müssen. Wie macht Musik das, was sie macht?

Lesen Sie hier den sehr empfehlenswerten Artikel:
Der Gänsehaut-Effekt von Christoph Drösser

„Musik und Emotion“ ist das Titelthema im Ressort „Wissen“ von DIE ZEIT, Ausgabe #35 vom 26. August 2010

Weitere Artikel online unter


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Musicians build up barricades – noise protection in the orchestra pit

Posted by admin on May 29, 2012
Music curiosities, News / No Comments


In order to minimise the health risk for orchestral musicians, the academy of music in Detmold / Germany is testing noise protection walls made out of Plexiglass. In contrast to workers in road construction and industry, the musicians can not wear head phones or ear plugs to protect their ears. The noise level however often exceeds the maximum tolerable limit of 120 decibel – which is louder than an pneumatic hammer or disco music.

Read the complete article here (sorry, only in German).


Musiker verbarrikadieren sich – Schallschutz im Orchestergraben

Um das gesundheitliche Risiko für Orchestermusiker zu minimieren, testet die Hochschule für Musik in Detmold aktuell Schallschutzwände aus Plexiglas. Denn im Gegensatz zu Arbeitern in Straßenbau und Industrie können die Musiker keine Kopfhörer oder Ohrenstöpsel tragen, um ihr Gehör zu schützen. Der Schalldruckpegel im Orchestergraben übersteigt jedoch oft die Schmerzgrenze von 120 Dezibel – das ist lauter als ein Presslufthammer oder Diskomusik.

Lesen Sie hier den n-tv-Beitrag.

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Sound Branding – becoming more acknowledged internationally

Posted by admin on April 23, 2012
News, Sound Branding / No Comments


Registration of sound trade marks finally arrives also in Canada

The registration of sound trade has been practiced in Germany since 1988. Thanks to a recent decision by CIPO (Canadian Intellectual Property Office), Canadian brands now have the right to register and thus protect their specific sound trade marks by law. This comes after a 20-year legal battle between CIPO and the Metro-Goldwyn-Mayer Studios, after the Federal Court of Canada over ruled CIPO’s refusal to approve sounds as trademark. This move may serve as creative precedent for the growing international Sound Branding scene.

Read the current article “Sounds that send a message” from “The Vancouver Sun” here.

Sounds That Send a Message_TheVancouverSun_April20_2012

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